Criteria

Fully successful

3 points

Partially successful

2 points

Needs Improvement

1 point

Context

The plan demonstrates a full understanding of the client’s history and operating context; associated strengths, weaknesses, opportunities and threats; and governance frameworks

The plan fully addresses the client’s current operating context, including strengths, weaknesses, opportunities and threats

The plan gives perfunctory treatment to the client’s operating context

Stakeholder Analysis

The plan fully considers and appropriately segments stakeholders based on interests, needs, relationships and social context

The plan considers and segments stakeholders in a manner sufficient to target messages

The plan inadequately identifies key stakeholders

Enterprise goals

The plan demonstrates a nuanced understanding of the client’s mission, vision and enterprise goals

The plan discusses the client’s mission and vision and conveys the client’s enterprise goals

The plan recites the client’s mission and vision statements

Partnering and alliance-building

The plan identifies potential partners in multiple sectors and offers a value proposition for their participation

The plan identifies one or two potential partners but lacks specificity on how and why they would join the campaign

The plan presumes the client will execute all elements of the campaign

Messaging

The messaging strategy is complete, constructed well and targeted

Individual messages are well constructed but not targeted

The messaging strategy is incomplete and poorly constructed

Strategy and Tactics

The implementation strategy/tactics are tightly aligned with the campaign’s goals and objectives; achieves broad and deep reach with stakeholder segments; and includes both engagement and information strategies.

The implementation strategy/tactics employ a variety of tools and methods, and is generally aligned with campaign goals and objectives

The implementation plan is poorly or under-developed